Well, there’s good news, and there’s bad news. The bad news is that, if you’re going to dive into digital marketing, there’s a really good chance that you’re going to have to start blogging.
The good news is that you don’t necessarily have to do it yourself. We work with local and national writers who take your business and target information along with keyword research to write blogs based on what people are already out there searching for as well as what topic gives you the best chance of ranking (SEO). It’s a good idea to have you proof and approve posts no matter who they’re written by, and yes, it’s ideal if you write them yourself, but it’s rare for a business owner or marketer to have the available time to knock this out.
Why blogging is a necessity
A blog post is simply a “post” web page about a specific topic. Unlike the standard pages of your marketing site, these “posts” can create a feed, and this feed can be used to trigger many marketing actions. Blogs also serve as a great top-of-funnel connection point for prospects. You’ll have blogs that relate to the problems your prospects are facing, and the better the quality of your content, the more likely they’ll be to engage further. Quality is purely a measure of interactivity, but creating something that’s of genuine use to your prospect – and not blatantly trying to sell them – is always going to perform better. It’s not about you right now – it’s all about them.
The same rules from content development apply to blogs, but the moral of the story is that you should focus on the topics that people are already out there looking for, and you can figure out what those topics are with a little bit of keyword research.
How to use a blog post
Unless you have a boss-level website already with tons of subscribers and killer on and off-site SEO, or you’re Kevin Costner, this isn’t a “if you build it, they will come” kind of gig. Your blog is focused on a specific keyword or topic, and, so long as your optimizing for that keyword and it’s quality content, you will start climbing up the rankings, but that’s a long process. To help it along, you can be promoting the blog by sharing it on social, running social ads, search text ads, display banners – and even video campaigns. By targeting the same topic with your paid ads, you gain the ability to get your content in front of the right people much sooner, and this increased activity helps the blog climb the organic rankings. It’s like the circle of life. Blogging a great tool, because blogs can largely be used as evergreen content (so long as they’re not time or trend-related). They’re the gifts that keep on giving.
As you begin to amass a healthy collection of blogs, you can do some pretty amazing stuff. One such amazing method is to utilize blog categories and tags to automate emails to prospects regarding the topics that are most important to where they are right now in the sales funnel. You can connect the blogs down a natural path of least resistance to ease the prospect down that funnel toward becoming a customer. More blogs means more keywords and topics, which means more opportunities to connect with prospects looking for different things. This method is used in both content marketing and inbound marketing.
Blogging looks all mean and scary from the outside, but there are solutions to make it work efficiently and effectively without destroying your life in the process. It will be okay.